Conversation is king. Content is just something to talk about.I love how this turns the "content is king" trope on its head. Sure, good content is important, but if a blog post falls in the forest and no one talks about it, does it make a difference?
Cory Doctorow, as quoted by Clay Shirky, Chapter 4, p. 99.
Yeah, this kind of minimizes the role of lurkers, and we do know that the majority of people online and on social media are lurkers (although I do wonder if the 90-9-1 rule still holds), but as Jeff Hurt reminds us, it's not the information that matters - it's the engagement. Reading the most amazing blog post ever doesn't make me feel a part of a community - interacting with people does.
Associations have historically provided content - LOTS of content, LOADS of content, TONS of content - to our members, but, other than our annual meetings, we aren't great at encouraging conversation, particularly not if we don't get to be one of the participants.
I hope that's in the process of changing. It certainly needs to change, and people - our members - are figuring out ways to talk to each other, with or without us.